There are many reasons why businesses choose podcasting – business development, networking, and top-of-funnel marketing are some of the most common. But the single biggest pain point we hear from prospects who are thinking of starting a podcast is, “I need to publish content on so many platforms, and we just don’t have the bandwidth to do it all.”
Podcasting solves that problem.
Here, we explore 10 ways to repurpose content from your podcast that will boost your search engine optimization (SEO), online visibility and your audience.
Yes, this is a blog about making blogs, but trust us, despite how meta this is getting, it works! Did you know that the average 30 minute podcast contains about 5,000 words? Well, the average blog post is only around 1,000 to 1,500 words. That’s a lot of information to choose from! Identify your key takeaways from the episode or the most notable story of the episode, and tell it with your own voice for your website or blog.
REVolution, an Earfluence-produced podcast about the ever-evolving relationship between B2B marketing and sales teams, creates a new blog post with key takeaways from every new episode, which you can take a look at here. The team at Klearly also links to their podcast and YouTube episodes on the same page, converting new blog-readers into podcast-listeners all on one page. Clearly, they know how to write a great blog!
2. YouTube videos
Video is now an integral part of podcasting, and it’s almost always recorded even if there aren’t any initial plans of how you’re going to use it. Since it’s owned by Google, Google loves YouTube, of course, and it has major benefits to your show’s SEO. No matter what, you should be creating some video content to go along with your show to promote on social media—and we’ll get to that in just a second—and whether full episodes or short clips from each episode, you can reap some serious benefits by posting something on YouTube. Shows like The Deal Closers Podcast, from Website Closers, post a full video version of their podcast on YouTube each time they publish.
I know what you’re thinking, ‘A blog and an article? Aren’t those the same thing?’ Well, no, not in the way we’re defining them—but, a blog can be slightly modified to become a great article.
While you can post a blog on your site, articles can be shared with external publications for their own sharing and reporting with their audience. This is an opportunity for you to reach potential listeners that aren’t yet connected with your content. Founder Shares, where entrepreneurs detail their experiences founding their companies for Hutchison PLLC attorney Trevor Schmidt, publishes a monthly article with each new podcast on WRAL TechWire. These articles preview a portion of the story without giving away the ending, hooking the reader to listen to the podcast to figure out what happens next, and you can give them a read here.
Your podcast doesn’t have to be news-related to make a strong newsletter, but there are several different ways to include your podcast episode in one. Maybe you send a bi-weekly newsletter to all of your company’s clients about what’s going on in your business, and you can include your latest episode as a piece of that. Or, maybe a guest you had on your show months ago is making the headlines for helping someone’s grandma cross the street during traffic.
Wow! What a great service! Everyone loves them! Be sure to listen to this episode of my podcast from before they were such a hero! Hear how they talk about doing good deeds before they even did this one!
Seriously, though, you know those on your email list already like you and your content, so share it with them. Hustle + Gather and Forward with NACCE share their podcasts in every newsletter.
Since the average 200 page book is about 60,000 words, you have to have a few podcasts under your belt for this one—at least 12. However, depending on your show’s topics and the lessons you’ve learned or questions you’ve asked as a result, you can further explore those in a book.
We always tell our guests and hosts not to worry when recording because the recording isn’t live—but it can be. Podcast episodes that you record in advance can be re-broadcast as livestreams on platforms like YouTube, Facebook and Twitter through platforms like Streamyard. Build the hype by promoting the live on those social channels in advance, and restream the podcast to make what was a typical recording into a special event!
7. Instagram Reels
Let’s get more specific with the video content now. We’ve all been stuck scrolling through Instagram Reels before, and users could be stuck scrolling through videos of your podcast! Pull a less than 1 minute and 30 second video clip from your show—something quick, interesting and that teases a topic in the show—and resize it to 1080 pixels x 1920 pixels. From there, you can even share it on your Instagram Story, too—which will also appear on your Facebook story if those accounts are connected. Maternal Health Innovation shares a new Reel on Instagram with every new episode.
View this post on Instagram
Instagram’s Reels were pretty obviously modeled after TikTok, so publishing those Reels on TikTok is inevitably the same process. However, TikTok allows for 3 minute long videos—double the length of Instagram Reels, allowing for a more extended conversation. Still, the same rules apply: keep it quick, interesting and tease a topic in the show.
You know the posts. They’re daring. They’re dramatic. They’re life-changing revelations, they’re tales of highs and lows and they’re perfect for promoting your podcast.
What did you learn from the show? Detail how this interview enlightened you to a new perspective or story that you didn’t know before and, along with this story, maybe even share one of those video clips you posted on YouTube along with the post. Show people what they can learn from your show, and they’ll be more enticed to tune in. Donald Thompson, host of High Octane Leadership, does this with each episode.
10. More podcasts!
We’re getting a little meta again but, yes, you can make a podcast out of a podcast—well, several of them. When preparing to return from a break between seasons, compile some of your favorite moments and let listeners know your show is about to come back. In addition to hyping them up for your next season, you’ll remind them of just how wonderful your show is. Plus, new listeners will be inspired to go back and listen to the full conversations from your previous episodes, too. Diversity: Beyond the Checkbox shares a compilation before the beginning of each season, and listeners continuously go back to hear episodes they might’ve missed.
And there you have it: 10 ways you can repurpose your podcast into new and engaging content to reach your audience and new ones. We hope this blog has encouraged you to promote your show in new ways, and we encourage you to check out some of these examples of great promotion from our clients.
Of course, if you’d like to talk further about any of these ideas, or you’re curious about starting a podcast, visit our contact page to send us an email or schedule a 15 minute consultation.
Thanks for reading, and happy podcasting!